🪄 AI Summary
In 2026, storytelling videos are essential for B2B founders because video itself is no longer a competitive advantage. Buyers want clarity, not promotion.
This blog outlines eight founder-led storytelling video formats that build trust and explain complexity across the buyer journey. These include problem recognition stories, founder mistake stories, customer journeys told by the founder, decision-making breakdowns, market shift narratives, “who this is not for” positioning, objection-handling stories, and honest failure stories.
Together, these formats help founders share real thinking, trade-offs, and lessons learned, enabling buyers to understand how decisions are made long before a sales conversation begins.
Why Storytelling Videos Matter for B2B Founders in 2026
Let me be clear.
In 2026, video is not your advantage. Everyone makes video content today.
Your advantage is thinking out loud in public.
Most B2B founders still treat video like advertising. They talk about features, funding, awards, or generic vision statements. Buyers tune out instantly.
Modern B2B buyers want to understand:
- How you think
- How you make decisions
- Whether you actually understand their job
That is what storytelling video does when done right.
Not cinematic brand stories.
Not hype reels.
Real stories from the founder’s seat.
Here are the 8 best storytelling video examples B2B founders should use in 2026, based on what actually works across sales, marketing, and demand generation.
1. The Problem Recognition Story
This is where most good founder stories actually start.
Not with your background. Not with your funding.
But with the moment you realized something in the market was clearly broken.
This video is about explaining the exact situation where the existing process failed you in real life.
Why this works is simple.
Buyers trust founders who have felt the problem before trying to sell a solution.
What to share in this story:
- The process or workflow that kept frustrating you
- Why existing tools or vendors didn’t actually fix it
- The moment you realized, “This shouldn’t be this hard”
This isn’t your life story.
It’s the story of a problem that kept showing up until you decided to do something about it.
Example: Hassam’s Story
Hassam’s video is a perfect example of a Problem Recognition Story. Instead of starting with his background or funding, he begins by highlighting a recurring issue in the market that personally frustrated him. He clearly shows the workflow that kept failing, why existing tools or vendors didn’t solve the problem, and the exact moment he thought, “This shouldn’t be this hard.”
Why it works: Buyers immediately relate because they see the founder has experienced the same pain points they face. It builds trust without sounding salesy.
What you can apply:
- Focus your story on the problem, not yourself.
- Show the real frustrations in the existing process.
- Share the aha moment that inspired the solution.
Keep it short and relatable. Your audience should think, “Yes, I’ve been there too.”
2. Mistake Story
Most founders avoid this. That’s exactly why it works.
This is a video where you talk openly about a decision that didn’t go as planned and what it taught you.
In 2026, honesty beats polished positioning.
Transparency builds trust faster than perfect messaging.
What to talk about
- A failed go-to-market move
- A feature customers did not want
- A pricing decision that backfired
You’re not trying to look smart here. You’re showing that you’re self-aware and confident enough to talk about what didn’t work.
Example: TK Kader’s Story
TK Kader’s video is a perfect example of a Mistake Story. Instead of only showcasing successes, he openly shares a decision that didn’t go as planned, highlighting a go-to-market move that didn’t work and the lessons he learned from it. His honesty and transparency make the story relatable and build trust far faster than a polished, “all-success” narrative would.
Why it works: In 2026, audiences value self-awareness over perfection. By admitting mistakes, founders appear approachable, authentic, and credible, qualities that resonate strongly with potential customers and partners.
What you can apply:
- Share a real decision that didn’t work out.
- Explain the context and reasoning behind it.
- Highlight the lesson learned and how it shaped your approach.
- Focus on honesty over perfection, showing confidence in your growth, not just your wins.
3. Customer Success Story
Instead of filming another testimonial, you tell the customer’s story yourself.
This isn’t about praise. It’s about context.
Buyers want to understand how decisions were made, not just that someone “loved the product.”
What to talk about
- What the customer was struggling with before they found you
- What alternatives they considered before choosing your product or service
- Why they hesitated before partnering with you
- What changed for them after working with you
This feels less like marketing and more like an inside look at how your customers think.
Example - NetSuite Customer Success Stories
NetSuite’s Customer Success Stories playlist is a perfect example of the Customer Success Story video type. Rather than just showing customers saying they like the product, these videos focus on the full context of the customer journey. They show what the customer was struggling with before they found NetSuite, what alternatives or tools they considered, why they hesitated before choosing it, and most importantly what changed for them after working with the solution. This narrative style gives buyers insight into the real decision‑making process of other businesses, making the story feel authentic and valuable.
Why it works:
Buyers today want more than praise. They want to understand how customers think and why they chose a solution. These videos act as inside looks at how real companies overcame their challenges and achieved results with NetSuite, which builds trust and relatability.
What you can apply:
- Share what the customer was struggling with before they found you.
- Highlight alternatives they considered and why those didn’t work.
- Explain any hesitation or risks the customer felt before choosing you.
- Show the outcome and impact after working with you.
- Focus the story on the customer’s decisions and transformation, not just positive feedback.
4. Decision Making Story
This is where you walk people through a decision that shaped your company.
Not the result. The thinking behind it.
Buyers trust founders who can explain trade-offs and uncertainty, not just confident outcomes.
What to talk about
- The context around the decision
- The risks involved
- What almost stopped you from moving forward
- What you learned after the decision played out
This type of video humanizes leadership in a very natural way.
Example: Ash Maurya - LEANFoundry
Ash Maurya’s LEANFoundry video is a perfect example of a Decision Making Story video. In the video he walks viewers through a critical decision process that shaped his approach to building and scaling startups, focusing on the thinking behind the choice rather than just outcomes. He explains the context around the decision, including the risks involved and what almost stopped him from moving forward, and then shares what he learned after the decision played out. This makes the content feel honest and human, showing that founders don’t always have clear answers but can still make thoughtful choices under uncertainty.
Why it works:
Buyers and fellow founders trust leaders who can explain their trade‑offs and uncertainties instead of only showing confident results. This type of story humanizes leadership and lets the audience see how strategic thinking actually happens in real life.
What you can apply:
- Share the context around an important decision your company faced.
- Talk about the risks and uncertainties that made it difficult.
- Explain what almost held you back but why you chose to move forward anyway.
- Reflect on what you learned after seeing the decision play out.
5. POV on Market Shift Story
This is your point of view on how the market has changed and where most people are getting it wrong. Not predictions. Just patterns you’ve noticed from being close to the problem. This works is because it reframes how buyers think before they ever look at your product.
What to talk about
- Old assumptions that no longer work
- Why common advice is outdated
- What buyers should do differently in 2026
This positions you as someone who understands the landscape, not just someone selling inside it.
Example: Dave Gerhardt’s Exit Five’s Founder
Dave Gerhardt’s Exit Five video (Content, Community, and Building a 200,000+ B2B Audience) is a strong example of a POV on Market Shift Story. In this video he shares his point of view on how the B2B marketing landscape has changed and highlights patterns he’s seen from working closely with marketers, rather than making vague predictions. He explains why old assumptions about reach and visibility no longer work and how marketers need to rethink their strategies to succeed now.
Why it works:
This type of story reframes how buyers think before they even look at your product or service. Instead of talking about features, it shifts the audience’s mindset by pointing out outdated common advice, showing what patterns have changed, and offering a new way of thinking about the market based on real experience.
What you can apply:
- Highlight old assumptions in your industry that no longer hold true.
- Explain why common advice or conventional practices are outdated.
- Share patterns you’ve noticed from being close to the problem, not just predictions.
- Advise what buyers or users should do differently going forward to adapt to the new landscape.
6. “Why This is Not for You” Story
A clear explanation of which customers should not buy from you. This is one of the most underrated founder videos. It sounds risky, but it builds trust fast.
What to talk about
- Use cases you intentionally avoid
- Buyer profiles that struggle with your solution
- Situations where competitors are a better fit
This saves sales teams time and attracts better-fit buyers.
Example - Rob Walling
Rob Walling’s video “Don’t Start a SaaS in 2026 Until You Watch This” is a strong example of a “Why This Is Not for You” Story video. In this video he doesn’t just talk about why SaaS can be a great business, he highlights the situations where building a SaaS is not the right choice for most people and calls out the hard realities many founders overlook. This kind of honest positioning might seem risky, but it builds trust fast because it shows he understands the problems deeply and isn’t trying to sell to everyone.
Why it works:
Rather than only sharing a positive pitch, this video sets clear expectations about who will struggle with SaaS and why. By explaining use cases to avoid, buyer profiles that should think twice, and the real challenges involved, it saves time for both founders and buyers. This upfront honesty filters out the wrong audience and attracts better‑fit people who genuinely align with what he teaches.
What you can apply:
- Clearly define use cases you intentionally avoid so potential customers know they’re not your ideal fit.
- Describe buyer profiles that will struggle with your solution and why.
- Point out situations where competitors or other approaches are a better fit.
- Deliver this in a transparent way that builds trust and aligns expectations, saving time for your sales team and attracting the right buyers.
7. Objection Story
A founder addressing a common objection using a real story, not a rebuttal. This works because stories feel safe. Arguments don’t.
What to talk about
- A buyer who raised the objection
- Why it was reasonable
- What happened after buyer decided to move forward or walk away
This helps buyers process objections on their own before they ever talk to sales.
Example - Johnny Mau
Johnny Mau’s video “The NEW Way To STOP Every Sales Objection” is a strong example of an Objection Story video. Instead of just telling viewers why your product is great or trying to argue down objections, Johnny shares a real story about a buyer who raised a common objection, explains why the objection was reasonable, and then walks through what happened next when the buyer either decided to move forward or chose not to.
Why it works:
This type of video helps buyers process their own objections before they ever talk to sales because it feels safe and narrative‑driven rather than argumentative. Stories make objections relatable and understandable, which eases discomfort and builds trust. Rather than rebutting an objection, you let the experience of another customer illustrate how the concern played out in real life.
What you can apply:
- Share a specific objection a real buyer raised that many of your prospects likely have too.
- Show why that objection made sense given their context or priorities.
- Explain what happened after the buyer made their decision, whether they chose to buy or walk away.
- Use the story to help future prospects process similar doubts on their own, reducing friction and increasing confidence in the decision‑making process.
8. Failure Story
Most founders only share wins. Buyers learn nothing from that. Failure stories are rarely shared, but deeply human. This is where you share something that genuinely didn’t work.
What to talk about
- How cash flow scares
- Losing a key customer
- A hire that didn’t work out
;
Example: Ed Kang
Ed Kang’s video “FAILED Startup Founder: TOP 3 ‘Feels Bad’ Moments” is a strong example of a Failure Story video. Instead of only sharing wins or growth charts, Ed openly talks about real setbacks he’s experienced as a founder, including tough moments like co‑founder breakups, bad exit terms, and ventures that didn’t work out as planned. This kind of honest storytelling shows genuine failure, not just surface‑level struggles, and gives viewers insight into the realities of building startups rather than polished success narratives.
Why it works:
Most founders only share wins, but failure stories are deeply human and signal resilience, learning, and leadership far more effectively than trophies or revenue numbers ever will. By talking about things like cash flow scares, losing key momentum, or decisions that backfired, Ed shows that failure isn’t the end but part of the journey.
What you can apply:
- Share specific failures or setbacks you’ve faced in your business.
- Explain why those moments were hard and what you learned from them.
- Talk about how you recovered or adapted afterward.
- Use candid, real examples to help your audience see the humanity and resilience behind your leadership.
These stories signal resilience and leadership far more than growth charts ever will.
Storytelling videos aren’t about being inspiring. They’re about being useful. In 2026, your buyers don’t need more content. They need clarity. They want to understand how you think, how you decide, and whether you actually get their world.
If you’re a B2B founder, this is the work:
- Share the real stories behind decisions
- Talk through mistakes, not just wins
- Explain trade-offs, not just outcomes
That’s how trust gets built before the sales call even happens.
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FAQs
What makes a good B2B storytelling video?
A good B2B storytelling video explains a real problem or decision clearly, without selling too hard.
Do founders need professional production for these videos?
No. Clear thinking and honesty matter more than cameras and lighting.
How long should storytelling videos be?
Anywhere from 40 seconds to 1.5 minutes, depending on depth and platform.
Are storytelling videos only for top-of-funnel?
No. They work across the entire funnel, especially in sales enablement.
Can these videos be repurposed?
Yes. One long video can become multiple short clips, email attachments, and website assets.
Why storytelling videos perform better for B2B Founders?
Buyers trust people more than brands, especially in high-consideration decisions.
Author:
Rajan Soni
Rajan is passionate about marketing & business. He believes in process & preparation over everything else.
